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UNIVERSITA� COMMERCIALE L BOCCONIUNIVERSITA COMMERCIALE L. BOCCONI
Guido Guerzoni
27 Maggio 2014,Accademia di San Luca
�Museum Atlas 1995 2012�Museum Atlas 1995 2012 .
RESEARCH DESIGNRESEARCH DESIGN
1. AIMS2. METHODOLOGY3. FINDINGS
1 AIMS1. AIMS
1. EXAMINE THE CHANGES IN MUSEUM MISSIONS AND FUNCTIONS THROUGH THEANALYSIS OF THE ARCHITECTURAL STRUCTURES AND EXHIBITION LAYOUTS OF AREPRESENTATIVE SAMPLE OF NEW MUSEUMS BUILT AND/OR EXTENDEDWORLDWIDE IN THE PERIOD 1995 2012 (DESIGN/MUSEUM STUDIES)
2. ANALISE THE TRENDS REGARDING MUSEUM TYPES AND THEIR GEOGRAPHICDISTRIBUTION (MUSEUM STUDIES)
3. IDENTIFY SOME PARAMETERS AND KPI TO VERIFY THEIR RELIABILITY AS TOOLS FORCULTURAL PLANNING, CONSTRUCTION PROJECT MANAGEMENT AND BUDGETINGCONTROL (CULTURAL MANAGEMENT)CONTROL (CULTURAL MANAGEMENT)
4. VERIFY, IN A GLOBAL PERSPECTIVE, THE IMPACT OF THE CHRISIS OF 2006 7, IN APERIODMARKED BY TWO RADICAL DIFFERENT PHASES :PERIODMARKED BY TWO RADICAL DIFFERENT PHASES :
1995 2006 MUSEUMANIA. THE MUSEUM IS THE MASTERPIECE.THE CONTAINER OVER THE CONTENTS, NO MATTER WHAT, EVERYWHERE2007 TODAY FROZING/DOWNSIZING./SUSTAINABILITY FIRST. CONTENTS ARE MORE IMPORTANT THAN THECONTAINER. NOT A SINGLE PENNY GOES WASTED, EXCEPT FOR SOME CASES.
(CULTURAL POLICY AND PLANNING)
2 METHODOLOGY
QUANTITATIVEANALYSIS
2. METHODOLOGY
In literature new museums are usually analysed from architectural/formal andtechnical/scientific point of views, but never under an aggregate as well as economicperspectiveperspective.
In 2000 North America with more than 17.000 museums (AAM) and Europe with more than21.000 museums (EGMUS) counted formore than ¾ of museums worldwide
Unesco estimates that in the period 1995 2012 1.200 new museums were opened/renovated
To create a reliable sample I followed these steps:a. Sampling criteriap gb. Data collectionc. DB implementationd. DB settingge. Surveyf. Data analysis \
DB with 652 newmuseums and additions, worldwide
2 METHODOLOGY
a Sampling criteria
2. METHODOLOGY
a. Sampling criteria
• Published on academic journals / professional magazinesj / p g• Built / Under construction (no projects / competition result)• Minimal dimension (more than 1000 sqmt of total surface)• Open after Jan, 1 1995• Under construction on Dec, 31 2012• With a permanent collection (no temporary exhibition space)• With a permanent collection (no temporary exhibition space)
Gross surface in mq Sample: 516/652 institutionsSample: 516/652 institutions
2 METHODOLOGY
b. Data collection
2. METHODOLOGY
b. Data collection
• academic literature: articles (34), books (32), web sites (23)concerning architecture design and museummanagementconcerning architecture, design and museummanagement
• 21 international architecture journals to avoid geographical biases (i.e.Casabella Domus AMC Le moniteur architecture GA DocumentCasabella, Domus, AMC, Le moniteur architecture, GA Document,Quaderns, El Croquis, Architectural Record, Canadian Architecture, TheArchitectural Review, The Japan Architect, Werk, Bauen + Wohnen, Detail,
h h h f dArquitectura Viva, Deutsche Bauzeitung, Fachzeitschrift und Bauingenieur,Arch+, Turris Babel, Architecture Australia, Arq)
• 460 official websites of museums
• 180 official websites of architects� practicesp
• survey: 652 letters with questionnaire
Books
2 METHODOLOGY
c. Database implementation
2. METHODOLOGY
• Single folders with architectural data + Microsoft Word single file� then Excel � then Access
2 METHODOLOGY
d. Database setting
2. METHODOLOGY
1. Identification of authority files
1a. Consistent differences of data among the sources (planivolumetric plans, phasing,economic); there are no shared measurement standard; information depends on editorialeconomic); there are no shared measurement standard; information depends on editorialaccuracy (max in JP, min in China) and typology of the sources (disparity between client �designer � builder)
1b Controversial division of cost among phases (with suggested classification)1b. Controversial division of cost among phases (with suggested classification)• Purchase of areas• Preliminary design and architecture and plant design• Building costs (structure, mechanical electric systems and façade)• Exhibition design and making (exhibits, multimedia, graphics, etc.)• Collection (acquisitions, management)
2. Standardization• surfaces• volumes• functional zoning• measurement conversion• measurement conversion•currencies
3. Survey via letter + questionnaire sent by e mail (652 questionnaires sent, 183 filled in)
Geo-distribution 1995-2012 new museumsSample: 652 institutionsSample: 652 institutions
MuseomaniaMuseomania 19771977--20062006
In 1975 Kenneth Hudson and Ann Nicholls listed worldwideabout 25.000 museums
th fIn 2012 the 19th Museums of the World Directory published byDe Gruyter-Saur included 55.097 in 202 nations
Neverthless, analysts state they are not less than 80.000 andnobody knows the figure of exhibition spaces.y g p
14
CaveatCaveatBig uncertainty about the effective numbers
Lets’ consider for instance: Germany, Italy and USA
“Museums of the World” listed 6.057 in Germany, 3.182 inItaly and 8.258 in USA
The german figure equals that provided by the Institut furM f h (6 304 i 2011)Museumsforschung (6.304 in 2011)
The italian one is the half of the last ISTAT census (more thanThe italian one is the half of the last ISTAT census (more than6.150 in 2012), as well as the american (17.500 consideredby the Institute of Museum and Library Services)
15
3 FINDINGS3. FINDINGS
New Museums: new Geopolitics
Percentage of newmuseums per geographical areaThe geographical distribution
New Museums: new Geopolitics
2% 1%16% 0%
3%Europe
The geographical distributionof new museums sitesmirrors the new geopoliticaland economic balances.The most relevant levels of26%
North America
South America
The most relevant levels ofgrowth were found in BRICcountries, Gulf area and FarEast and in the former sovietcountries with two
Centre America
countries, with twoemerging types :� National History Museums(former soviet nations andthe Gulf) to restore national
52%
Asia
Africa
the Gulf) to restore nationalidentity� Museums of ContemporaryArt to witness the will offeeling part of a global
Oceaniafeeling part of a globalculture.
GlobalisationGlobalisation: the Asian case: the Asian case
• In Japan in 1952 4 museums existed; today they aremore than 2.000 and in the last 15 years only morethan 100 were build. Tadao Ando designed 13 of them
• According to the chinese Ministry of Culture between2001 and e 2011 1 389 new museums were erected2001 and e 2011 1.389 new museums were erectedand by 2020 other 4.773 are planned, in order to haveone museum out of 250 000 residents (in It/Gerone museum out of 250.000 residents (in It/Ger1/10.000, in USA 1/20.000)
• Museuminsel di Berlino: 1,5 bn euro• West Kowloon Hong Kong: HK$ 21.6bn (2 bn euro)g g ( )• Saadiyat Cultural District Abu Dhabi: 4 bn euro
17
3 FINDINGS
New Museums: new Geopolitics. The European evidence
3. FINDINGS
(sample of 315/652 museums)
Number of projects/countryPhenomena similar to those
15
14
10
Denmark
Austria
Belgium observedworldwide can befound also in Europe (boom offormer Communistcountries, Berlin and East
25
25
23
S it l d
Italy
The NetherlandsGermany towns, peripheralmuseums in France, Spain andUK), with two specificoutlines:
56
31
25
France
UK
Switzerland • The European boomwas ledby capitals and smallperipheral centres with aduplicity of the respective
h
67
62
0 10 20 30 40 50 60 70 80
Spain
Germany growing paths• There is a consistentpolarisation between fewprojects of huge dimensions( l h ) d0 10 20 30 40 50 60 70 80 (national champions) andmany small medium venues.
Besides the Italian case, onlyrenewal projects emerge
3 FINDINGS3. FINDINGS
Not anymore a metropolitan prerogative, but the capitals� ones cost moreNot anymore a metropolitan prerogative, but the capitals ones cost more
Type of city Average in �metropolis 60.019.068large city 34.044.139small city 13.318.381
•New museums are not anymore metropolitan prerogatives:44% in metropolis (>1,5 millions residents)20% in large cities (from 200.000 to 1,5 million residents)36% in 2nd tier cities (<200.000 residents)
•In the peripheral cities museums were / are perceived as boosters of localdevelopment andmedia to foster the promotion of local cultural heritage
•But the franchisemuseums are opening local antennas, exploiting their brandsBut the franchisemuseums are opening local antennas, exploiting their brands
Tate Modern Tate Britain
The franchise museums
New Tate, Herzog &deMeuron Project
T t St I Tate LiverpoolTate St. Ives Tate Liverpool
3 FINDINGS
New functions: new zoning standards (380/652)
3. FINDINGS
Permanent collections (20%)
ExhibitingExhibiting spacesspaces (40%)(40%) Permanent staff officesTemporary offices for exhibit installation
OfficesOffices,, storagestorage andand researchresearch (15%)(15%)
VisitorsVisitors�� servicesservices (20%)(20%)
Permanent collections (20%)Spaces for temporary exhibitions (20%)
p yWorkshops, archive, study areasStorages for temporary exhibitionsStorages for toolsS i l t
Ticket office, info, customer careCloakroom, lost&foundBookshop café restaurant
Special storagesLibrary and mediatheque
BackBack office (25%)office (25%)Bookshop, café, restaurantGathering rooms, waiting and relax areaToilets, nurseryMultifunctional spaces for events
SecurityCateringDeposits
Kids area and educational spacesSpaces for location management
Technical spacesGarage
•The amount of exhibiting spaces for temporary activities equals that of permanent collections: museumsg p p y q pcannot work without temporary activities anymore•Visitors� services, which generate revenues, and back office services are almost equal, to prove the newrange of functions that museums must provide and the relevance of commercial activities
Museums typologiesSample: 652 institutionsp
Examples of specialized museums
From Conservation to ProductionMuseum publisher/producerMuseum publisher/producerNetherlands Institute for Sound and Vision, Hilversum
Newseum, Washington
National Media Museum, Bradford
Florida Museum of Photographic Arts, TampaTampa
Experience Music Project, Seattle
3 FINDINGS
Average cost per museum type
3. FINDINGS
44.976.984
40 000 000
45.000.000
50.000.000
37.095.074
30.585.01027.659.32830.000.000
35.000.000
40.000 .000
25.514.776
15 000 000
20.000.000
25.000.000
5.000.000
10.000.000
15.000 .000
0Archeological Art General Science and technology Specialized
3 FINDINGS
The birth of a new economic sector ( Museum Architecture 1995 2006 B.C.)
3. FINDINGS
The new museums� trend was to commit the design to a famous architecturalpractice/brand regardless the investment and operating budget
the building itself was the �Masterpiece�, even emptyg p , p y
99
Arata IsozakiSteven Holl
Top 10 Architects
111010
99
Frank O'GehryDaniel Libeskind
Zaha HadidKazuyo Sejima, Ryue Nishizawa (SANAA)
Arata Isozaki
1916
1312
11
Tadao AndoDavid Chipperfield
Herzog & de MeuronRenzo Piano
Frank O Gehry
19
0 2 4 6 8 10 12 14 16 18 20
Tadao Ando
• Shortlist invitation vs. open competitionsh i bl / h d / j ( %) % f l i• The winner bless: top 20/404 had 183/652 projects (28%) 42% of total investment
• Replicant museums (same project everywhere)• Superstar effect (archistar museums average cost per sqmt. +/ 25% more)
Zaha HadidThe
Nuragic and Contemporary ArtMuseum, Cagliari
replicantmuseums
Performing ArtsNew Maritime Terminal, Salerno
Performing ArtsCentre, Abu Dhabi
Bridge Pavilion,Zaragoza
Museum & CulturalCentre, Vilnius
3 FINDINGS
(2007 2012 post crisis)
3. FINDINGS
(2007 2012 post crisis)
The new museums� ethics:
• environmental awareness
• financial sustainability
• b dget control• budget control
�more competition / more winners at medium low levels
�consistent reduction of average construction costs�consistent reduction of average construction costs
�but it�swidening the gap between giants and dwarves
The excesses of Nineties: facilitymanagement (cleaningandmaintenance) exceeds 6 7% of operating expenses
VISITATORI SUPERFICI MOSTRE
Polarizzazione: i 15 musei più visitati al mondo nel 2011Polarizzazione: i 15 musei più visitati al mondo nel 2011# MUSEO CITTA' VISITATORI
2011 INGRESSO SUPERFICIMQ
MOSTRE2011
1 Louvre Parigi 8.880.000 P 172.980 202 Metropolitan Museum of Art New York 6.004.254 G 186.000 31
( )3 British Museum Londra 5.848.534 G
(espos.)75.000 16
4 National Gallery Londra 5.253.216 G 46.500 115 Tate Modern Londra 4.802.287 G 34.000 76 National Gallery of Art Washington 4.392.252 G nd 147 Taiwan Palace Museum Taipei 3.849.577 P 24.100 138 Centre Pompidou Parigi 3.613.076 P 103.300 279 National Museum Of Korea Seoul 3.239.549 G 137.200 169 National Museum Of Korea Seoul 3.239.549 G 137.200 16
10 Musée d'Orsay Parigi 3.154.000 P 57.400 5*11 Museo Nacional del Prado Madrid 2.911.767 P 44.300 19
12 State Hermitage MuseumSanPietroburgo 2 879 686 P 183 820 2612 State Hermitage Museum Pietroburgo 2.879.686 P 183.820 26
13 Museum of Modern Art New York 2.814.746 P 60.973 3614 Victoria and Albert Museum Londra 2.789.400 G 50.600 3115 Museo Nacional Reina Sofia Madrid 2.705.529 P 26.800 18
19 Galleria degli Uffizi Firenze 1.742.970 P 7.000 832 Palazzo Ducale Venezia 1.403.524 P 6.500 140 Galleria dell'Accademia Firenze 1.231.104 P 2.500 240 Galleria dell Accademia Firenze 1.231.104 P 2.500 278 Museo delle Porcellane Firenze 695.116 P (espos.) 150 096 Reggia di Caserta Caserta 571.368 P 47.000 8
2011 MUSEO CITTA' VISITATORI INGRESSO
SUPERFICIIN MQ
(Total area)N. DIPENDENTI
N.MOSTRE
2011
BUDGET SPESE
CORRENTI
1 Louvre Parigi 8.880.000 P 172.980 2.111 20 € 108+67 mln
2MetropolitanMuseum of Art New York 6.004.254 G 186.000 1.800 31 $ 224,9 mln
3 British Museum Londra 5 848 534 G(espos.)75 000 1 096 16 55m£3 British Museum Londra 5.848.534 G 75.000 1.096 16 55m£
4 National Gallery Londra 5.253.216 G 46.500 459 11 26m£5 Tate Modern Londra 4.802.287 G 34.000 1.250 7 84m£
National6 Gallery of Art Washington 4.392.252 G nd 885 14 103m$
7Taiwan PalaceMuseum Taipei 3.849.577 P 24.100 483 13 $ 25,9 mln
8 Centre Pompidou Parigi 3.613.076 P 103.300 1160 27 110
9National MuseumOf Korea Seoul 3.239.549 G 137.200 nd 16 $ 80,5 mln
10 Musée d'Orsay Parigi 3.154.000 P 57.400 575 5*29,09m€+20,19*
m€
11Museo Nacional del Prado Madrid 2.911.767 P 44.300 838* 19 41,1m€
12State Hermitage Museum
SanPietroburgo 2.879.686 P 183.820 oltre 224 26 $ 61,5 mln
13Museum of Modern Art New York 2.814.746 P 60.973 1.084 36 11513 Modern Art New York 2.814.746 P 60.973 1.084 36 115
14Victoria and Albert Museum Londra 2.789.400 G 50.600 870 31 84
3 FINDINGS
KPI: Structural parameters/costs: 351 cases
3. FINDINGS
Gross Surface (insqmt)
# casesexhamined
Average cost(mln �)
AverageCost/sqmt
Cost/sqmtmin max
1 5.000 171 14,46 4.298 1.015 7.774
5 10.000 119 34,48 4.436 2.675 6.615,
10 20.000 40 47,68 3.672 2.119 6.254
> 20.000 21 124,27 4.358 3.068 6.732
No correlation between size and costs: no scale economies in single projectsLow correlation between total costs and labour costs (i e Germany vs Turkey)Low correlation between total costs and labour costs (i.e Germany vs Turkey)Positive correlation between the construction time span and the average costDirect correlation between total costs andmaintenance/running costs.
The main factors influencing pricing are still:The main factors influencing pricing are still:� the reputation of the architect� the typology of museums� the complexity of the building construction (i.e. special structures and materials)
It�s possible to makereliable forecast?
Maxxi Romeestimated cost (2000) 100 MEestimated cost (2000) 100 MEfinal cost (2010) 180 ME
PradoMadrid � extensionestimated cost (1999) 70MEfinal cost (2010) 170 ME( )